 Concord, Massachusetts
Assignment: U.S. Naval Reserve Editor's note: "Your experience may vary" as the saying goes. But occasionally, everything goes right. Read how... Remember the movie, The Perfect Storm, when a series of events came together to create a spectacularly powerful force? For photographer John Earle, who's been shooting portraiture and people-driven images for the graphic design, advertising and publishing industries since 1977, a mailing he sent out a year ago created a perfect windfall. "This happened to me last year. It was the perfect series of events. I go to ADBASE. I get my list. I go to Modern Postcard (an ADBASE promotional partner). They send out a promotion piece. An art director gets the promotion piece, goes to my website, likes what he sees, calls in my portfolio, I get to go in, make the sale, and I end up with a $100,000 job." The assignment turned out to be a series of recruitment ads for the U.S. Naval Reserve, and John is convinced ADBASE played a crucial role.  | Eliminate Obstacles |  | "What ADBASE does for me... is that it creates a mechanism that enables me to get my promotion out in a timely manner. If you're a one-man shop, you've got 17,000 things to do everyday to make the business run. There are all these negative thresholds that keep you from doing things, such as a promotion that's too labor intensive... lists that need updating... financial issues. Ultimately, anything you can do to reduce that threshold and enable you to get your promotions out in a timely way, will improve your business," Earle said. "I don't know what I'd do without ADBASE, and you can quote me on that. I can go in there and fashion a list in about 7 minutes, and then download that list and know that it's current, know that it's accurate. Without having to buy a one-time list and then dump it and have to start all over again in a category that isn't necessarily as specific as you want it to be." |
| Cost Effective | | Earle has been having ongoing discussions with his assistant who's thinking about promoting his own photographic services as well. "Essentially he's thinking about buying a list four times a year at Langerman Lists or wherever. And I just said, 'If you add it up, you
cannot build your business in this economic environment without marketing'." Earle said. "The wonderful thing about ADBASE, for a new photographer, is that it enables you to work incrementally to increase your business. It's cost effective because you can target in a way that you can't any other way," Earle said. "That means you can either target locally, and then work your way up regionally to a national base. Or you can target specific areas that you want to work for, nationally. The more specific you can get with your mailing list, the more cost effective your marketing is going to be. And ADBASE is the most cost effective way to go, because you can be that specific." Read more ADBASE Success Stories |
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